La-Z-Boy Extends Partnership with Style Icon Brooke Shields and Continues Successful "Live Life Comfortably℠" Campaign

April 21, 2012


MONROE, Mich, (April 21, 2012) - La-Z-Boy provides comfort and style in a wide range and selection of great-looking furniture beyond its legendary recliners. And it has been letting consumers know it through their effective "Live life comfortably" campaign featuring actress Brooke Shields, which debuted in November 2010. Based on the success of the campaign, La-Z-Boy has extended their partnership with Brooke Shields.

The "Live life comfortably" brand campaign with actress Brooke Shields features La-Z-Boy's broad product assortment, extending from sofas and sectionals to ottomans and accent pieces. Since the launch of the "Live life comfortably" campaign in the fall of 2010, the company has experienced an increase in overall sales, particularly in major upholstery items, a key focus of the commercials and print ads.

"We have been very pleased with our association with Brooke and with the overall "Live life comfortably" campaign," stated Doug Collier, Chief Marketing Office at La-Z-Boy. "Brooke represents what many of our customers are and aspire to be - a stylish woman committed to her home, job, and family. We could not have picked a better representative for the La-Z-Boy brand and our customers. We are thrilled to continue this partnership."

"Partnering with La-Z-Boy has been a great experience and I am looking forward to continuing my relationship with the brand," Shields stated. "I love the work we've done together and while the brand is iconic for comfort and quality, it has been so much fun showing everyone all of their beautiful sofas, sectionals, tables, ottomans and more. I grew up with La-Z-Boy furniture in my home and it is exciting to see how much the collection has evolved beyond its legendary recliners."

The campaign will continue to focus on educating female consumers that La-Z-Boy comfort fits their lifestyle, as well as educating them about the company's wide selection of great-looking furniture beyond its well-known recliner. The "Live life comfortably" campaign features the real, relaxed side of Brooke Shields and the up-to-date and often surprising range and variety of La-Z-Boy furniture.

New television and print ad production will begin in May, with new ads to begin running in the summer, 2012, and continue to 2014. The national cable TV buy includes more than 20 networks, including A&E, Bravo, CNN, ESPN, HGTV, Lifetime, TBS and USA. Print ads will run in top women's and shelter publications, including Martha Stewart Living, Better Homes & Gardens, House Beautiful, Traditional Home, HGTV Magazine, Family Circle, Woman's Day, Country Living, More and Good Housekeeping.


Headquartered in Monroe, Mich., La-Z-Boy has been one of the world's leading residential furniture producers for 85 years. The company manufactures a full line of comfortable products for the living room and family room, including the company's world-famous recliners, reclining sofas and love seats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated (NYSE: LZB), one of the world's leading residential furniture producers, marketing furniture for every room of the home. Live life comfortably℠" ;

About Brooke Shields:

Brooke Shields began her professional career at only eleven months of age when she was selected as the Ivory Snow Baby, and by age 3 was a runway model. At age 9, Shields began her extensive film career when she won her first acting role, and rapidly gained fame after staring in Louis Males' "Pretty Baby," and the coming of age tale "Blue Lagoon," shortly after which she appeared on the cover of TIME magazine. In addition to her subsequent film achievements, Shields has maintained a successful and critically acclaimed television career. Her debut on the Super Bowl episode of "Friends" was the catalyst for her show "Suddenly Susan." The show ran for 5 years, won her 5 Peoples Choice Awards and garnered Shields a Golden Globe nomination. Shields has guest starred on a wide range of hit shows including "Just Shoot Me," "That 70's Show," "Hannah Montana," "Two And A Half Men," "The Middle" amongst others. Shields is a bestselling author of several books, including the critically acclaimed New York Times best seller, "Down Came the Rain: My Journey Through Postpartum Depression." Shields recently tapped into her experiences as a mother, successfully branching out into the world of children's books, penning "Welcome To Your World, Baby" and "It's the Best Day Ever Dad" for Harper Collins. While attending Princeton University, Shields pursued her love of theatre as a member of the Princeton Triangle Club. Shortly after graduating with honors, she made her Broadway debut as Rizzo in the hit musical "Grease," and has appeared in a string of Broadway hits including "Cabaret," "Chicago," Wonderful Town," and most recently in the iconic role of Morticia Addams in "The Addams Family." Outside of her professional career, Shields continues to be a strong advocate for children's and literacy causes, and is a happily married to film/TV writer, Chris Henchy with whom she shares two beautiful daughters.